75% of UK Adults Want Less Packaging Used in Online Shopping

A survey of UK adults by Whistl Group, the leading delivery management company, reveals that 75% of respondents want online retailers to minimise parcel packaging waste and use environmentally friendly materials.

While sustainability is clearly important to many consumers, the findings show that cost of delivery and secure packaging still outweigh environmental concerns when it comes to purchasing decisions.

Millennials: less concerned, but more willing to pay

One of the more surprising insights is that Millennials appear less concerned about excess packaging than shoppers aged over 35.

However, they are the most willing to pay extra for eco‑friendly packaging, with an average willingness of £1.19 per parcel, compared to just 47p among over‑65s.

Geographically, resistance to paying more is:

• Lowest in London and the South East

• Highest in Northern England, Scotland and Northern Ireland

This suggests that while attitudes vary, there is a clear opportunity for retailers to offer sustainable options without alienating large parts of their customer base.

Packaging is still an afterthought for most shoppers

Despite growing awareness, parcel packaging is not yet front of mind for many consumers:

• 58% say they think about packaging only after delivery or not at all

• Just 1 in 5 are very interested in learning how their order will be packaged before buying

That said, excess packaging remains a frustration. It ranks as the third biggest annoyance when shopping online, behind cost and delivery delays.

Poor packaging can damage brand perception

Although 58% say they are unlikely to act when receiving excessive or non‑eco‑friendly packaging, a significant 42% say they have taken, or would take, action.

This is particularly true for Baby and Child product retailers, where expectations around sustainability are higher.

When customers do respond, they are most likely to:

• Leave a negative review

• Share their experience via word of mouth

• Stop purchasing from the retailer altogether (15%)

What counts as “eco‑friendly” packaging?

When asked what environmentally friendly packaging means to them, 92% of respondents strongly associate it with recyclability.

This reinforces the importance of:

• Minimising unnecessary materials

• Using packaging that can be recycled kerbside

• Clearly communicating sustainability efforts to customers

Industry insight

Melanie Darvall, Director of Marketing and Communications at Whistl Group, commented:

“These results show that although some consumers do care about the environmental impact of their packaging, the cost of delivery and secure product packaging are the most important factors influencing UK online shoppers.

However, businesses should think about minimising the amount of packaging sent to a consumer and ensure that it can be recycled kerbside. Doing so could boost how satisfied your customer will be once their item has been delivered.”

The survey of 1,000 UK respondents took place in January 2019.

How Whistl Parcels can help

With specialised warehouse facilities, Whistl Parcels offers a bespoke pick and pack service designed to balance sustainability with protection.

By using only the packaging needed for each order, we help reduce waste while ensuring products reach customers safely and securely — improving both environmental impact and customer satisfaction.